The Challenge of Online Advertising
In the digital age, restaurants are investing between 3% to 6% of their revenue on advertising. This includes online platforms like Meta (Instagram, Facebook, WhatsApp), Google, and traditional media such as TV, print, and radio. While these platforms offer a wide reach, tracking the impact of these ads on business growth is not always straightforward. Many restaurants, despite having a robust social media presence, find it challenging to convert online engagement into tangible business results.
Introducing Smart Links
Swiggy, a leading online food ordering and delivery platform, has launched ‘Smart Links’. These are free, customised links that restaurants can share on their social media profiles. These links direct customers straight to their menu page on Swiggy, simplifying the ordering process.
The Power of Personalisation
The beauty of Smart Links lies in their personalisation. They enable restaurants to drive orders through their online presence while reaching a wider audience. For customers, it’s a seamless one-click experience to order from restaurants they’ve discovered online or on social media platforms.
Insights into Customer Behaviour
Smart Links also provide valuable insights into customer behaviour. They help restaurants understand what happens after a customer click on an ad. Did they place an order? What did they order? When did they order? Are they a new user? These insights are crucial for restaurants to assess the performance of their social media campaigns and optimise future strategies.
The Impact of Smart Links
Since its launch, Smart Links have driven over 4 million menu sessions, covering 35,000 restaurant partners. Brands using Smart Links have seen about 25% of their menu sessions. On campaign days, this figure jumps to 80% of menu visits, significantly boosting brand visibility.
A Word from Swiggy
Deepak Maloo, AVP – supply at Swiggy, believes that Smart Links will be a game-changer for restaurants. He says, “Social media is a great boon and an unmissable part of any business’ marketing strategy. But many restaurants, especially smaller brands, struggle to see the social media excitement translate to business without the right tools. Smart Links, which Swiggy is customizing for free for all restaurant partners, will give restaurants the power to easily access and customize these links. This allows them to measure individual channel performance and compare all in the owner app, thereby promoting themselves effectively, driving actual orders, and gaining a better understanding of their customers as well as spend on online platforms and social media.”
The Future of Smart Links
Restaurant partners can access Smart Links through the Swiggy Owner app to enhance their online presence and drive growth. In addition, Swiggy is offering a cashback offer for restaurant partners in April and May 2024. This offer presents a valuable opportunity for restaurants to increase customer orders through social media while enjoying savings on their orders.
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